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keulenae on 2009-06-17"50 scientifically proven ways constitute 50 chapters of the book, longest of which take 7 pages. The authors take the position that persuasion is a science, not art, hence with the right approach anybody can become the master in the skill of persuasion. So, what are the 50 ways?"
This link has been bookmarked by 70 people . It was first bookmarked on 10 Jun 2009, by Jason K.
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20 Sep 09
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15 Jul 09
Andrew DeVigal"50 scientifically proven ways constitute 50 chapters of the book, longest of which take 7 pages. The authors take the position that persuasion is a science, not art, hence with the right approach anybody can become the master in the skill of persuasion. So, what are the 50 ways?"
psychology marketing communication business advertising persuasion tips howto
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Yes! 50 Scientifically Proven Ways to Be Persuasive
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23 Jun 09
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17 Jun 09
Hans De Keulenaer
"50 scientifically proven ways constitute 50 chapters of the book, longest of which take 7 pages. The authors take the position that persuasion is a science, not art, hence with the right approach anybody can become the master in the skill of persuasion. So, what are the 50 ways?"
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15 Jun 09
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Shanta Rohsewell, maybe not scientific, but certainly techniques to watch out for
psychology noha_goldstein steve_martin persuasion via:stephen_downes reviews:books
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14 Jun 09
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Bill HarshbargerSomething of a bridge between critical thinking and perception, this list of ways to be persuasive is an interesting look at how people are swayed. It would be interesting to look at how culture specific or general this list is.
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13 Jun 09
Rashid Al-Yahyai50 scientifically proven ways constitute 50 chapters of the book, longest of which take 7 pages. The authors take the position that persuasion is a science, not art, hence with the right approach anybody can become the master in the skill of persuasion. So, what are the 50 ways?
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- Inconvenience the audience by creating an impression of product scarcity. It’s the famous change from “Call now, the operators are standing by” to “If the line is busy, call again”, that greatly improved the call volume by creating the impression that everybody else is trying to buy the same product.
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12 Jun 09
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Inconvenience the audience by creating an impression of product scarcity. It’s the famous change from “Call now, the operators are standing by” to “If the line is busy, call again”, that greatly improved the call volume by creating the impression that everybody else is trying to buy the same product.
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Introduce herd effect in highly personalized form. The hotel sign in the bathroom informed the guests that many prior guests chose to be environmentally friendly by recycling their towels. However, when the message mentioned that majority of the guests who stayed in this specific room chose to be more environmentally conscious and reused their towels, towel recycling jumped 33%, even though the message was largely the same.
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Ads quoting negative behavior en masse reinforces negative behavior. Petrified Forest National Park A/B tested two versions of a sign imploring people not to steal pieces of petrified forest from the park. One mentioned large amounts of petrified forest taken away on an annual basis, the other one simply asked the visitors not to remove petrified wood. The first one actually tripled the theft ratio as it showed stealing petrified wood as something commonplace. Same effect was observed after airing an ad that implored women to vote, but mentioned that 22 million single women did not vote last year. That kind of information actually portrays not voting as more socially acceptable.
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Avoiding magnetic middle. A California survey measured energy usage of a neighborhood on a week-by-week basis.
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Proposed solution that worked? Sending a smiley face card to conservatives with a request to keep doing what they were doing, instead of pointing out they were at the right end of the bell curve.
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Too many options necessitate selection, and hence frustration, when brain decides it’s unnecessary work.
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When Head & Shoulders brand killed off 11 flavors of the shampoo, leaving only 15 on the market, the sales rose 10%.
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Giving away the product makes it less desirable
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A more expensive product makes the old version look like a value buy
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If a call to action is motivated by fear, people will block it, unless call to action has specific steps.
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A small gift makes people want to reciprocate. People who received a small no-strings-attached gift from a stranger were twice as likely to buy raffle tickets from him than those who were just pitched on raffle tickets.
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Hand-written Post-It note improves response rate on inter-office letters.
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How restaurant mints are a personalized affair. Let’s a say a restaurant provides mints for its customers on the way out. If the amount of tips per week is the baseline for that restaurant, let’s make the waiters include a mint as they give the check to the customer. The tips go up by 3.3%. However, when the waiters offer the mints themselves, prior to signing the check, the tipping amount went up by 14.1%. In yet another experiment, the waiter would present the patrons with 1 mint per guest, then give them the check, then turning around to leave, then, as if remembering something sudden, turning around and giving them yet another mint per guest. Result? 23% increase in tips, as this signaled high amount of personalization.
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Attaching no strings increases response to the message. Using the same hotel as the one mentioned in Chapter 2, researchers tried out two different versions of the sign. The first one: if you reuse the towels, a donation will be made to a nonprofit environmental organization. The second version: the donation has already been made, since the hotel trusted you’d reuse the towels anyways. Recipients of the second message reused their towels 45% more than the recipients of the first one.
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As time goes by, the value of a favor increases in the eyes of the favor-giver, and decreases in the eyes of the favor-receiver. Researchers asked a group of people in the random office environment to exchange favors and then rate the value of the given/received favor in their eyes. A few weeks later the same employees were reminded of the favor, and asked to evaluate the favor again. Favor-givers consistently assigned higher value to a given favor, while as the time passed by, favor-receivers tended to assign lower value to the received favor.
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Asking for small favors changes self-perception, introducing ways for big favors.
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Labeling people into a social group tends to increase their participation ratio.
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Asking people to substantiate their decision will lead to higher commitment rate on that decision
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Writing things down improves commitment.
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The fact that circumstances changed allows people to change their viewpoints without being viewed as inconsistent.
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Sometimes asking people for help makes them more open.
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Asking for little goes a long way.
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Lower starting prices attract higher bids.
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How to impress a potential customer with credentials without being labeled as a show-off?
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Devil’s advocate example works with large organizations. Leaders who consistently seek out dissenting opinions earn more respect, and generally have better agreement with people in the room than those who rule by lying the law and persecuting dissenters.
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Negative examples are memorized better than positive examples
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Admitting negatives up-front might lead to better communication.
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Spinning negative facts as positive allows customers to make a mental link towards the positive.
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Admitting you’re wrong makes people trust you more.
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Similarities raise the response rate.
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People like the sound of their name, and that defines their vocation. There are three times as many dentists named Dennis as any other names. Number of Florences living in Florida is disproportionately high, same goes for Louises living in Louisiana.
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Verbalization helps interaction. Waiters who repeat customers’ order to them make 70% more in tips than waiters who just say “Okay”. Our mind subconsciously appreciates the effort taken to ensure the things are perfectly right.
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Just smiling makes for a poorer customer service
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People pay more for the stuff that’s about to disappear
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When people feel something is about to go away, they will stick to perception of the product being better than the new one.
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Because” makes any explanation rational.
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Asking people to choose reasons themselves might backfire.
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People like stocks with more pronounceable names.
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Rhyming makes the phrases more convincing.
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Abstract names allow the customers to come up with reasoning. Crayola found out that naming colors Cornflower Yellow and Kermit Green worked better than no adjectives attached to colors. The more abstract the connection, the better it seemed to work, as people spent mental time working out the connection between the abstraction and the product in their mind.
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Ad campaigns that do not incorporate brands tend to not be remembered.
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Tired people tend to be more receptive to arguments. No wonder those magic bullet infomercials run so late at night.
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11 Jun 09
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10 Jun 09
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